Pengaruh harga, kualitas pelayanan, kepercayaan dan kualitas produk terhadap kepuasan pelanggan Scarlett = The influence of price, service quality, trust and product quality on Scarlett customer satisfaction

Tania, Erika (2024) Pengaruh harga, kualitas pelayanan, kepercayaan dan kualitas produk terhadap kepuasan pelanggan Scarlett = The influence of price, service quality, trust and product quality on Scarlett customer satisfaction. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis harga, kualitas pelayanan, kepercayaan dan kualitas produk terhadap kepuasan pelanggan produk Scarlet. Penelitian ini menggunakan pendekatan penelitian kuantitatif dimana data dikumpulkan melalui kuesioner online Google Forms. Penelitian ini dilakukan di Indonesia dan mengambil responden dari kota Tangerang. Sampel dalam penelitian ini adalah sebanyak 160 responden. Data dianalisis menggunakan outer Outer model terdiri dari uji validitas dan uji reliabilitas, sedangkan inner model diujimelalui R-square, uji hipotesis (bootstrapping), dan uji multikolinearitas. Hasil penelitian ini menunjukkan harga berpengaruh negatif terhadap kepuasan pelanggan. Sedanghkan kualitas pelayanan, kepercayaan dan kualitas produk berpengaruh positif terhadap kepuasan pelanggan. / This research aims to analyze price, service quality, trust and product quality on customer satisfaction for Scarlet products. This research uses a quantitative research approach where data is collected through an online Google Forms questionnaire. This research was conducted in Indonesia and took respondents from the city of Tangerang. The sample in this research was 160 respondents. Data were analyzed using the outer model. The outer model consists of validity and reliability tests, while the inner model was tested using R-square, hypothesis testing (bootstrapping), and multicollinearity testing. The results of this research show that price has a negative and significant effect on customer satisfaction. Meanwhile, service quality, trust and product quality have a positive and significant effect on customer satisfaction.

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